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CIM Marketing Forum

An Alternative Approach to Market Research

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Seminars | Workshops

This is a joint event with CIM and Nottingham Trent University, via the Nottingham Marketing Forum. This interesting session will take a look at survey techniques and ask, ‘Is the interview dead?’

  • From: Wednesday 22 February 2017, 12 am
  • To: Wednesday 22 February 2017, 12 am
  • Location: LT8, Newton building, Main Entrance, Nottingham Trent University, City Campus, Goldsmith Street, Nottingham, NG1 4BU
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Event details

As marketers, we want to understand our (potential) customers and clients. The tried and tested survey instruments and interview techniques have become boring and tedious, meaning that participants often only partially engage. Participants are also often ‘selective’ with their responses in an attempt to be seen in the most desirable light, especially when conducted in a face-to-face environment. Given the importance which is placed on market research, this then calls into question the ability of face-to-face surveys and interviews to generate truly valuable insights.

Our speaker Dr Andrew Kincaid will introduce projectives as an addition to the modern marketer’s research toolbox. Don’t worry if your interests have nothing to do with gambling, this technique is flexible and can be applied to almost any context; we will be focusing here on the research method.

This session is designed around you and the challenges you face as a market researcher; you will also have ample opportunity to construct scenarios which will address real issues you are currently facing. This is a joint event with CIM and Nottingham Trent University, via the Nottingham Marketing Forum.



  • 8.30 am: Registration and networking
  • 9 am: Event start
  • 1.30 pm: Event finishes


  • Member: £35
  • Studying member: £20
  • Student: £20
  • Non-member: £55

Booking information

Bookings can be made on the CIM website.

Location details


LT8, Newton building, Main Entrance


Nottingham Trent University
City Campus
Goldsmith Street

Past event

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